This is a guest post from Victor Blasco. Victor is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video production company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.
Any marketer worth their salt knows that, in addition to creating top-notch promotional content, companies need to optimize customer experience by conveying trust. It’s simple: if people can’t relate and trust your brand, it’s very unlikely that they’ll make a confident buying decision.
Now, in their efforts to produce trust-building content, many eCommerce companies have dedicated their efforts to develop an effective video marketing strategy. With its interactive and direct format, video is an excellent means of engaging in a face-to-face conversation with your customers, thus conveying the values that make your brand special.
But building customer trust is a multi-step process that involves several aspects that you must attend to if you want results. So, in this guide, we’ve zeroed in on three basic traits shared by any trustworthy brand—expertise, reliability, and empathy—and the best types of videos you can use to convey them.
Showcase Expertise Through Explainer Videos
If you want people to come closer to your brand and product, you must provide an unambiguous message about how they will benefit from your solution in their daily lives.
For this task, explainer videos can come in handy: whether it’s to tell a fascinating story or to simplify your ideas, these types of pieces will help you establish yourself as a knowledgeable provider in your audience’s eyes.
Character Videos to Immerse Customers in a Relatable Story
Customers don’t approach a brand from a vacuum. They have specific problems, needs, and challenges that you need to address to foster an emotional response on their part. And what more ingenious way is there to connect with your clients if not through a story?
With the help of animation, an explainer video helps you share your ideas and products with your prospects through the guidance of colorful, like-minded characters. There are at least two aspects where a character video is useful for your purpose of conveying confidence:
- Using characters lets your audience know you truly understand them. Not just by telling them what problems your product is aimed at, but by showing other people running into the same problems your viewers experience daily.
- Characters best communicate success stories. By having a character test your solution, you will better articulate the net benefit your prospects can expect from your brand.
Whiteboard Videos to Tackle Complex Topics
You may need to go into more detail about your solution—whether it’s to explain a complex service, the story behind it, or to deal with broader relevant topics. For these purposes, a whiteboard animation may be the wisest option for your communication efforts.
Its hand-drawn style is very practical for transmitting didactic messages. Coupled with the black and white animation, you can take your audience through hot topics with no extra effort on their part.
But don’t confuse “didactic” with dull: this style opens you unlimited possibilities to reflect your brand identity. Given its versatility, you can always add colors, text, shapes, and even characters to make your overall message more approachable.
Set Yourself as a Reliable Provider Through Product Videos
The web is a competitive arena where a simple search allows users to find hundreds of products to meet their needs. How do you plan to navigate this?
When creating your content strategy, it is essential to produce pieces that highlight your product’s quality and value. Only then will your prospects see you as the best provider for their needs at the time.
Product Demos for Displaying Competence
Customers want to gain a clear image of any product before they purchase it. Fail to give them the smallest detail about it, and they simply won’t trust your offer.
That said, there is only so much you can accomplish through description pages and images—no matter how professional they look. If you want to provide a more realistic view of your solution, product demos can come across as more engaging to your prospects.
These videos are ideal for helping customers to appreciate your product in full light. A good demo should showcase the essential details such as the size, colors, and weight of your product—or, say, its gameplay, if you are into that type of business.
However, an awesome demo’s success comes down to how you write the video’s script (learn more here). It will not emphasize the product in isolation, but how others use it in real-time.
How-To Videos to Show Genuine Interest in Helping Customers
“Will this product work for me?” This is a question each of us has asked ourselves before making an online purchase.
Occasionally, customers are interested in purchasing something just because there is a specific task they want to perform. (E. g., “will that cool-looking Italian coffee maker allow me to make the best mocha?”) Other times, they simply want to know how to use the product.
For any of these purposes, displaying how-to videos on your social channels is an effective means of conveying to viewers how they can leverage your product in their daily activities. For example, you can create unique tutorials for helping customers to:
- Assemble the product’s parts or install them.
- Use your product for new creative purposes.
- Maintain or optimize the product’s usage once they have it.
Having this reliable content at hand will help your customers will feel more confident when making a purchase.
Humanize Your Brand with Company Story Videos and Testimonials
So far, we’ve concentrated on pieces that you can create to convey confidence about your product’s quality and your brand as an eCommerce provider. But what impact has your company had on real people?
In this last section, we’ll discuss two types of video—company story videos and testimonials—that will give that warm, human touch your company needs to stay in your viewers’ minds.
Company Story Videos to Transmit Empathy
How did you get to the place where you are now? Maybe your company has a fascinating family history at its foundation. Or maybe you took a long journey and great risks to realize your business vision.
No matter how new or old your company is, or how big or small, the story behind it is a powerful resource that you can leverage to inspire and convey trust to your customers.
Company story videos feature the human faces behind your brand—the staff members, managers, the CEO, and others—who work every day for a common mission that drives them to create great solutions for your clients.
Try to capture key moments for your audience. In the form of interviews, ask your company members what motivates them to do their best and how they find meaning in their work. Then, give these videos to your prospects so they can leave with a friendlier perspective on your brand.
Testimonials to Let Happy Customers Speak for Your Brand
Another valuable asset to build trust among your audience is happy customers who have already tried your brand and products. More than any other content, former customers’ testimonials can provide a more sincere message about your solution’s qualities and benefits.
To produce a video testimonial that effectively conveys your interviewees’ opinions, you need to work on the following aspects:
- Allow audiences to meet the speaker. Learning a bit about the interviewee’s background and personal and professional life will help viewers empathize with their story.
- Let speakers express themselves freely. Rather than opting for tightly scripted dialogues, be sure to record nothing but the interviewee’s honest commentaries.
- Emphasize the change they underwent. Close your testimonial with a question about how the customer eased or improved his life thanks to your product. Focus on his transformation, not a sales pitch.
With the right video, you can correctly communicate to customers the traits that make your eCommerce business a trustworthy option—namely: expertise, reliability, and empathy.
Be sure to display these videos across your social channels. Explainers and how-to videos are beloved by audiences on Instagram and Facebook. In contrast, product demos, testimonials, and customer story videos are great for both your landing pages and YouTube trailers.
Reinforce your content strategy with one of these videos, and you will see your prospects grow closer and closer to your brand.